It's not often that an order confirmation email catches my attention - beyond making sure that the amount they charged to my credit card is correct.
I mean, what can you possibly do to make transactional emails anything other than sufficiently boring?
So when I found myself going back and re-reading what is normally a run-of-the-mill order confirmation email, I wanted to yell "Hallelujah! Someone actually gets what great marketing is all about!"
Moosejaw Mountaineering, whose Facebook tagline is "The Most Fun Outdoor Retailer on the Planet," knows how to put the fun back in marketing.
How about this for a company overview posted on their Facebook page:
If you're offended by our ridiculous commentary then just pay attention to the all the products because we carry the finest selection of the best gear and outerwear in the world.
That's a pretty tall order to make that kind of statement. Because now it means fun has got to be a part of all things Moosejaw.
Full of positive, upbeat energy, the fact that you've spend a boatload of money for an outdoor jacket somehow doesn't even register when they greet you with "This is the best order confirmation we've sent out all day."
And notice how they casually segue right into suggesting you forward the email to a friend... no fancy "Refer a Friend" links to forms that promise you a coupon if you enter the name and email of an unsuspecting victim, basically a back-door spam tactic.
No bribery, just a friendly invitation.
And then a brilliant nod to their social media accounts which ends up sounding far more quirky and than promotional. No stuffy corporate jargon - just plain fun.
1. They set expectations: You're told (again in a nonsensical, fun way) that first the order has to be processed. When the tracking information is ready, you will get an email. And you're given a link right now just in case you need proof that your order really did take place.
2. Social proof is humanized: You're invited to check out "folks" using their products, not "customers." Their ingenious choice of wording is intentional. As a marketer, this is freaking exciting! It's copy writing that is real - it's conversation in print.
3. Engagement is requested: Not only does Moosejaw know the value of social proof, they try to get you in on the fun, too. Notice they don't ask for your best professionally shot profile pic - they want a photo of you wearing their gear and doing something fun!
4. Loyalty is rewarded: Besides giving you 100 Moosejaw points to put toward your next order, you get double if you include their logo in your photo. Why their logo? That's how tribe followings and brand loyalty is created.
5. Think like Amazon: The best opportunity to upsell is when someone has just purchased something. So suggesting other cool stuff you might love at the end of the email is right on target.
If Moosejaw can make a plain transactional email this interesting to read, you can bet I'm going to read any other emails I get from them.
Seize the day! (and borrow a little Moosejaw madness)
